“I would never dream of protecting my skin in this country”

9th October 2014

This typifies our attitude to sun protection in the UK. Having recently completed a study on the subject, it seems that the UK consumer has a paradoxical relationship with the sun. We are well aware of the dangers of sun exposure but we don’t practice what we preach.  We only change our behaviour when we go abroad, because we somehow believe the sun is different or not as hot in the UK! Yes, crazy when you think about it.

Another interesting revelation – there are many myths and mis-understandings about the meaning of SPF… you might think you know what it means but if you Google it you may find you are wrong! Many of those taking part in the research (as well as us researchers) got it wrong.

Surely, an opportunity for marketers to deliver more effective in-store education.